Word-of-Mouth Communication by the Innovator

Engel, Joachim; Kegerreis, Robert J.; Blackwell, Roger D.

doi:10.2307/1248475

Cited by 180 publications

(90 citation statements)

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“…Individuals who possess the personality trait of innovativeness have greater willingness to experiment with new ideas, they are eager to try new products earlier than their peers, and they tend to seek information before using the service; all of these make these consumers 7 more knowledgeable than others on new technologies (Engel, Kegerreis, & Blackwell, 1969). Therefore, we hypothesize that:…”

Section: Hypothesis Developmentmentioning

confidence: 99%

Airline passengers’ continuance intention towards online check-in services: The role of personal innovativeness and subjective knowledge

Lin

Filieri

2015

Transportation Research Part E: Logistics and Transportation Re

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Use policyThe full-text may be used and/or reproduced, and given to third parties in any format or medium, without prior permission or charge, for personal research or study, educational, or not-for-pro t purposes provided that:• a full bibliographic reference is made to the original source • a link is made to the metadata record in DRO • the full-text is not changed in any way The full-text must not be sold in any format or medium without the formal permission of the copyright holders.Please consult the full DRO policy for further details. Theoretical and managerial implications are discussed.

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Section: Hypothesis Developmentmentioning

confidence: 99%

Airline passengers’ continuance intention towards online check-in services: The role of personal innovativeness and subjective knowledge

Lin

Filieri

2015

Transportation Research Part E: Logistics and Transportation Re

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“…Earlier, Engel et al (1969) had concluded research can identify that influential opinion leaders. Haywood (1989) suggested that active listening and effective questioning are a necessary prelude to encouraging referrals from such influencers.…”

Section: "You Can Be Just As Organised Thoughtful and Systematic Abomentioning

confidence: 99%

Taking control of word of mouth marketing: the case of an entrepreneurial hotelier

Stokes¹,

Lomax²

2002

Journal of Small Business and Enterprise Development

154

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Marketing in entrepreneurial contexts, such as small business, relies heavily on word of mouth (WOM) recommendations for customer acquisition. However we know little about how WOM processes work for small firms, or how owner-managers can influence them.This case study of an entrepreneurial owner of an independent hotel is used to illustrate problems associated with WOM, and potential strategies to overcome them. The ownermanager researched existing hotel customers through face-to-face interviews and a questionnaire. The results confirmed the importance of WOM, but found two sets of dissonance. One was between input WOM types and sources, the other between output WOM content and targets. The owner-manager improved the effectiveness of WOM communications through a variety of interventions. Demonstrating that WOM can be an effective part of a marketing strategy for a small firm. MANAGERIAL AND POLICY IMPLICATIONS• Small and medium sized enterprises (SMES) can influence the informal process of wordof-mouth communication.• The first stage for the entrepreneur is to investigate how WOM process work in the context of the specific business.• Entrepreneurs need to understand the input WOM types and sources, and the output WOM content and targets. They should also examine the relationship between these data looking for potential dissonance. 3• Owner-managers should seek triggers to stimulate positive word-of-mouth communications and develop processes to minimise negative word-of-mouth communication and its impact

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“…Furthermore, when compared to traditional marketing efforts, WOM communications have more impact (Bickart and Schindler 2001;Brooks 1957;Engel, Kegerreis, and Blackwell 1969;Katz and Lazarsfeld 1955;Notarantonio and Quigley 2009) and generate more responses (Trusov, Bucklin, and Pauwels 2009). Organizations may also promote WOM activity to bolster their marketing efforts, which is cost-effective and can result in new customers (Kumar, Petersen, and Leone 2007).…”

Section: Traditional Word Of Mouthmentioning

confidence: 99%

“…Innovators, the first consumers to adopt new products, disseminate more WOM messages than non-innovators (Engel, Kegerreis, and Blackwell 1969). Personality has also been studied in the context of WOM communications.…”

Section: Traditional Word Of Mouthmentioning

confidence: 99%

“…Individuals participate in these conversations without any direct influence from marketers. Generally, people engage in these interactions because of their desire to share their personal experiences, help others by warning them about mediocre products or services, and/or to show their status (Arndt 1967;Engel, Kegerreis, and Blackwell 1969;Gatignon and Robertson 1986). While the OIIM demonstrates the flow of information between consumers, the theoretical framework is not appropriate for the present research because it does not include influence from marketers.…”

Section: Organic Inter-consumer Influence Model (Oiim)mentioning

confidence: 99%

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Investigating E-Servicescape, Trust, E-WOM, and Customer Loyalty

Tran

Strutton

2016

Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?

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titles.Old Spice cleverly used a handsome actor to play the Old Spice Man character for a Super Bowl commercial in 2010. After the game, this Old Spice commercial was viewed more than 13 million times on YouTube, a social media video-sharing site. This viral marketing campaign, also known as electronic word-of-mouth (E-WOM), propelled the Old Spice brand into the forefront of consumers' minds, increased brand awareness, and inspired people to share the video links with their family, friends, and co-workers.The rapid growth of E-WOM is an indication of consumers' increased willingness to convey marketing messages to others. However, despite this development, marketing academics and practitioners do not fully understand this powerful form of marketing. This dissertation enriches our understanding of E-WOM and how e-servicescape may lead to E-WOM. To that end, stimulus-organism-response theory and the network co-production model of E-WOM are applied to investigate the relationships between e-servicescape, trust, E-WOM intentions, customer loyalty, and purchase intentions. Two forms of E-WOM were examined, namely emails and social network postings. E-servicescape is defined as the online environmental factors of a marketer's website. E-servicescape is composed of three main dimensions, including aesthetic appeal, financial security, and layout and functionality. This study used cross-sectional customer data from a single e-tailer. Structural equation modeling was used to analyze the responses. Customer reviews was added as an additional subdimension of e-servicescape. The findings suggest e-servicescape positively impacts trust, which in turn positively influences E-WOM and customer loyalty. Moreover, two groups of customers were compared using multi-group analysis, where one group of users received emails and the other group received social network postings from the same e-tailer. Overall, the results indicated emails had a stronger impact on e-servicescape, E-WOM, and customer loyalty. Social networking site postings had slightly greater influence on trust, and two sub-dimensions of eservicescape, i.e., interactivity and ease of payment.These findings contribute to the marketing research on E-WOM theory and electronic commerce shopping behavior. In particular, the sub-dimension of customer reviews is added to e-servicescape. This study yields practical implications for marketers in understanding consumers' perceptions of websites and how to better design sites. In addition, these findings add to knowledge on how to engender consumers' trust and customer loyalty online. Finally, this research provides suggestions for firms wanting to create marketing campaigns that will lead to E-WOM. Overview of E-WOM E-WOM is defined as "forwarding actions through email, instant messaging or other communication media that are of high 'addressability'" (Ho and Dempsey 2010, p. 1000). E-WOM communication is traditional word-of-mouth (WOM) behavior evolved and adapted to electronic media, where individuals often convey messages in...

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Word-of-Mouth Communication by the Innovator

Cited by 180 publications

References 0 publications

Airline passengers’ continuance intention towards online check-in services: The role of personal innovativeness and subjective knowledge

Airline passengers’ continuance intention towards online check-in services: The role of personal innovativeness and subjective knowledge

Taking control of word of mouth marketing: the case of an entrepreneurial hotelier

Investigating E-Servicescape, Trust, E-WOM, and Customer Loyalty

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